Description

Very rare advertising brochure of the company “Les nouvelles affiches Cappiello”. As before him Cheret with the Chaix atelier, Cappiello used first the Vercasson typography and then the Devambez typography, that precisely acted as broker of different printing companies. Between 1921 and 1922 in Turin, in Piazza Statuto at no. 10, our company opened a “Concessionaire of the new Cappiello posters”, the only one of its kind in Italy, as part of the S.A. “Atelier d’art Devambez”, which was based in Paris. On the posters, the name of the italian concessionaire was written in French (Les Nouvelles affiches Cappiello), and was flanked by the parent company Devambez . Beyond the administrative link with the parent company, the peculiarity of the new company was to be all Italian, and to boast it as an index of quality. The very interesting thing is that the printing process was declared to take place in Italy, most likely in Turin, although it wasn’t sure of being in Piazza Statuto. The piece is in perfect conditions except for rust stains on the image of the Baroni pasta poster, probably due to a paper clip left inside and then rusted. Noteworthy are the statements about the importance of the rising advertising activity for the italian country.